POOLSIDE Stage | Saturday | 1PM — 1:30PM
In an era where connection trumps conversion, events are no longer a nice-to-have. Brand experiences have become some of the most powerful touchpoints in brand communication — and supremely effective as a very dynamic and immediate form of brand expression. What hasn’t caught up, however, is the perception, so how can we shift events from being campaign accessories to cultural turning points that build long-term brand equity?
Once considered the final flourish, events are now rewriting the rules of engagement. At the intersection of creativity and strategy, this discussion explores the evolving role of events as an integral part of a brand’s 360 strategy — far, far beyond the outdated ATL/BTL split. Are brands investing in events with the same confidence — and budget — as they do in other channels? How do we measure success in a space where emotional impact often matters more than impressions — and what even defines ROI in brand experience? Can one bad event undo years of brand-building? And when can a campaign afford to omit an event element? In conversation with some of the industry’s most experienced event specialists Tomica Hrupelj (Creative Director & Owner, Organizacija, Member of HURA & IAB Croatia), Marko Perica (CEO & Founder, fakat., Member of HURA & IAB Croatia), Tomo Ricov (Weekend Media Festival Director) and Sanela Seferagić Filipić (Managing Director and Owner, RED agency, Member of HURA & IAB Croatia), hosted by one of our own (DK producer) Lara Stolnik (CEO, Selotejp, Member of IAB Croatia), we’ll break down how brand experiences shape culture, loyalty and belonging and how they’ve gone from optional to essential. Before we wrap, one thought worth sitting with — can we look at events as more then just a channel, but a backbone? Is it time to reconsider how we define their position, value and impact?
